Marketing Plan - Financial Dashboard - Manager View

=IFS(D2>=(B2*0.05),"Over",D2<=(B2*-0.1),"Under",TRUE,"On Track")

=SUMIFS('Budget & Actuals'!$C$2:$C$100,'Budget & Actuals'!$A$2:$A$100, A2)

=IF(G2>0,((G2-F2)/F2)*100,"N/A")

Conditional Formatting Rules

• Status Column: Green fill for “On Track,” red for “Over,” amber for “Under”
• ROI Column: Color scale from red (negative ROI) to dark green (>150% ROI)
• CPL Column: Red highlight if CPL exceeds industry benchmark (user-defined cell reference)
• Variance %: Red text for variances >10%, green for <-15%

Instructions for the User

This dashboard is designed to be updated weekly. Managers should:

1. Open the Data Inputs sheet and enter new spend figures and lead counts from marketing automation platforms (e.g., HubSpot, Google Analytics).
2. Ensure all campaign codes in “Data Inputs” match those in “Channel Performance” for accurate aggregation.
3. Avoid editing formulas or deleting rows—only update cells with yellow background (designated input fields).
4. Review the Executive Summary daily: it auto-updates and displays top-performing channels, budget overruns, and ROI trends.
5. Use the filter buttons on every table to drill into specific campaigns or time periods.

Example Rows

Budget & Actuals - Example Row:

Channel Performance - Example Row:

Recommended Charts & Dashboards

The Executive Summary sheet features five dynamic charts:

• Pie Chart: Budget Allocation by Category (color-coded)
• Bar Chart: ROI Comparison Across Channels (horizontal, sorted highest to lowest)
• Combo Chart: Monthly Spend vs. Revenue Trends (column + line graph)
• Radar Chart: Channel Efficiency Scorecard (CPL, Conversion Rate, ROI, Reach combined into one metric)
• Gauge Meter: Overall Marketing Budget Health (% of budget used and ROI target met)

All charts are linked directly to the underlying tables and refresh automatically upon data entry. The Manager View prioritizes simplicity over clutter: all charts use a clean blue-and-white theme, with key metrics displayed as large KPI cards (e.g., “Total Marketing ROI: 132%”, “Budget Utilization: 94%”).

As a Marketing Plan Financial Dashboard, this template ensures alignment between tactical spending and strategic outcomes. As a Manager View, it eliminates noise and surfaces only the insights needed for board presentations, quarterly reviews, or real-time budget reallocations. This is not merely an Excel file—it’s your command center for data-driven marketing leadership.

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